It's a sad day for "Doctor Who" fans using Amazon Prime. That show, along with almost all other BBC shows, will be leaving the streaming service next month.

Amazon is furthering its focus on exclusive and original content. Because of that, The Verge reports the company will not renew its contract with the BBC and its programming will be pulled Feb. 15.

It seems like a strange move. Amazon is essentially punishing viewers by removing content in hopes of reaching new business goals. Usually growing a business goes hand-in-hand with satisfying customers.

However, Amazon's desire for exclusivity shows a lot about the company's intentions for Prime.

Amazon has made clear it wants to carve more of a niche in the market than just mimicking the already established leaders: Netflix and Hulu.